Mid Race Report

Perfo

rming

at th

e lim

it

Around

the w

orld

A

round

the c

lock

Mid Race Report Volvo Ocean Race 2011-12

Head office:

Volvo Ocean Race S.L.U.Muelle no 10 de AlicantePuerto de Alicante03001 Alicante Spain

For further information please contact:

The Commercial Team at Volvo Ocean Race

Email. [email protected] Tel. +34 966 011 100

volvooceanrace.com

Race Partners

Race Sponsors

Race Suppliers

Supported Organisations

22

Message fromKnut FrostadCEO, Volvo Ocean Race

The Mid Race Report is our chance to give existing and potential new stakeholders and partners an insight into what we have achieved over the first half of the Volvo Ocean Race 2011-12.

Our aim throughout has been to deliver this unique story, one of the last great human adventures, to a global audience with instant updates and in High Definition, using the most advanced satellite technology developed with our partners Inmarsat and Thrane & Thrane.

A lot has changed since satellite communication was introduced in this race in 1993 and for the current edition we have invested heavily in state-of-the art technology to bring more content of an even higher quality to fans around the world. I know of no other sport that puts a cameraman and reporter combined at the heart of the action in the way we do with our Media Crew Members, who use their position on board and multimedia storytelling skills to produce and deliver content of exceptional quality.

A major part of our strategy has been to increase the level of news coverage of the 2011-12 race across the media. Our communications team has made this a focus, working closely with the teams and their media operations to make

it possible. I have been especially pleased with the breadth and scale of online news coverage about the race and it is gratifying to see that we have already passed the total number of online news articles published during our last edition in 2008-09.

The changing online landscape has proved to be a great match for our content-rich race. With an abundance of high-quality images, audio clips, text and video, we are building a large and passionate audience via the online and social media platforms we manage.

Another key goal for us has been to raise the quality and entertainment level still further in the stopovers. Together with our great host city partners we have been pleased to see visitors spending more time in the race villages and coming back for more.

There’s still a long way to go to the finish and we are determined to continue to improve our numbers to reach an all-time high on all platforms.

Knut Frostad

Volvo Ocean Race 2011-12 Mid Race Report

The state-of-the-art Race Control at Volvo Ocean Race HQ, Alicante, Spain

Key headlines: The Race To Date

Contents

880 MILLION

30,651

35 MILLION

110 MILLION

12,174

€89.27 MILLION

137,174

4.1 MILLION

2.6 bILLION

3 Key Headlines: The Race To Date

4 Data Credentials

5 Image Values and Fan Profile

6 Media Reach: Television

9 Case Study: IWC Schaffhausen

10 Media Reach: Radio

11 Case Study: Groupama sailing team

12 Media Reach: Print

14 Media Reach: Online

16 Media Reach: Social and Multimedia

22 Economic Impact

24 Case study: Abu Dhabi

25 Case study: Volvo

26 Case study: DHL

111,299

128,689

Cumulative print readership from 4,249 articles(Source: IFM/SMS – up to February 19)

Cumulative TV audience from more than 1,200 hours of coverage(Source: IFM/SMS – up to February 19)

Online news articles published since October 10, 2011(Source: Meltwater News – up to March 18)

Visits to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)

Page views to the Volvo Ocean Race Game and website (Source: Google Analytics – up to March 18)

Visits to the Race Villages up to and including the Sanya stopover(Source: PwC and Host Ports)

VIP corporate guests in Alicante, Abu Dhabi and Sanya(Source: PwC)

Total economic impact in Comunidad Valenciana, Spain from Alicante stopover(Source: PwC)

Total downloads of Volvo Ocean Race App for iPhone, iPad and Android since launch in November 2011(up to March 18)

Views of Race videos on the official Volvo Ocean Race YouTube channel since the start of the Race (up to March 18)

Fans of the official Volvo Ocean Race Facebook page(up to March 18)

Registered players from 150 countries for the Official Game (up to March 18)

3volvooceanrace.com

1.3 MILLION

Data CredentialsThis report summarises key findings from the global research programme for the Volvo Ocean Race 2011-12.

The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact.

The report delivers data relating to the media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands.

All data detailed in this Mid Race Report was collected between October 2011 and March 2012.

Published by:Volvo Ocean Race S.L.U.April 2012

Volvo Ocean Race 2011-12 Mid Race Report4

IFM/SMSIFM/SMS has 28 years´ experience in sports marketing and research. The company is part of the RSMG Insight Group – the international leader in sports marketing and sponsorship research.

Meltwater GroupMeltwater Group provides digital intelligence to over 20,000 clients from 50+ offices around the world. The Meltwater News tool tracks more than 170,000 global news sources online in 190 countries and 100 languages, ranging from major news outlets, to blogs, Twitter, YouTube, Facebook, trade publications, local and regional journals, weeklies, TV and radio transcripts.

PwCPricewaterhouseCoopers has long-standing and widely recognised experience in impact assessments in the sports and leisure sector. The team conduct surveys, prepare financial estimates and customise economic impact models to quantify economic impact in selected stopovers in the Volvo Ocean Race.

Simply MeasuredSimply Measured aggregates data from multiple sources to give accurate information on social media. Simply Measured tools are trusted by over 30,000 users worldwide, Fortune 500 brands and top digital agencies.

Photos:Dan ArmstrongChris Cameron/CAMPER2011-12Ian Roman/Volvo Ocean RaceYann Riou/Groupama Sailing Team/Volvo Ocean RaceAinhoa Sanchez/Abu Dhabi Ocean RacingTim Stonton/Volvo Ocean Race

Image Values and Fan Profile

VOLVO OCEAN RACE IMAGE VALUES (7 MARKET1 ANALYSIS)

1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK

50%

46%

57%

36%

Exciting

48%

43%

45%

35%

Challenging

51%

40%

44%

14%

Teamwork

52%

33%

29%

15%

Adventurous

32%

31%

8%

30%

EnvironmentallyFriendly

32%

17%

33%

18%

Innovative

42%

38%

41%

35%

Appealing

Source: IFM/SMS October 2011

` Volvo Ocean Race has strong and attractive image values compared to other sports events

Core demographic (72% of total) is aged between 24-55

More positive towards sponsorship and more likely to buy products from brands that sponsor sports they like

80% ABC1 social class (managerial position)

Average income: €44.9K (+18% higher than general sports fan)

VOLVO OCEAN RACE FAN PROFILE: 7 MARKET1 ANALYSIS

Source: IFM/SMS October 2011

1 Markets: Brazil, France, Italy, Netherlands, Spain, Sweden and UK Source: Sample: 600 sport interested people +15 years old representative by country / 250 sailing interested. Total sample: 4.200

Volvo Ocean RaceGolf (4 Major events)Formula 1Tour de France

55volvooceanrace.com


Country Hours of Coverage Cumulative Audience

Brazil 44:08:24 1,300,529

China 27:08:25 524,491,547

France 34:44:30 119,331,947

Germany 5:58:08 6,477,161

Ireland 36:08:02 1,876,150

Italy 16:33:49 4,132,100

Netherlands 0:55:00 172,000

New Zealand 10:06:15 21,230,777

Portugal 46:56:51 2,071,012

South Africa 158:56:09 11,025,640

Spain 65:14:52 151,730,524

Sweden 7:08:20 3,713,000

UAE 201:31:02 1,523,017

UK 31:09:30 926,026

USA 207:41:40 15,451,521

Rest of the World 334:53:02 15,395,723

TOTAL 1,229:13:59 (+15%) 880,848,674 (+92%)

TV PERFORMANCE PER COUNTRY1

Media Reach: Television

Source: IFM/SMS from October 10, 2011-February 19, 2012

1 IFM/SMS has monitored these 15 countries throughout the period. The “Rest of the world” is based on collected clippings and reports from non-monitored countries. Therefore it is likely that the Rest of the World is significantly higher, but no extrapolation has been applied to this figure.

6 Volvo Ocean Race 2011-12 Mid Race Report

` A 15% increase in hours of coverage resulted in audience growth of more than 90% compared to the last race

` Improvement in TV news coverage as well as quality of broadcasters are key reasons for the audience increase

Europe

China

Americas

Asia Pacific

SAMPLE OF VOLVO OCEAN RACE TV bROADCASTERS

GROWTH IN GLObAL TV AUDIENCE (IN MILLIONS)

Accumulated global TV audienceGlobal TV audience by leg

GROWTH IN GLObAL TV COVERAGE (IN HOURS)

2008-09 2011-12

1,000

800

600

400

200

0

158

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

277

166

278

900

800

700

600

500

400

300

200

100

0

435

601

880

129

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

291377

432

1,200

1,000

800

600

400

200

0

420

797

1,229

459

M

88

0 M

1,0

73 H

RS

1,2

29

HR

S

2008-09 2011-12

1,500

1,200

900

600

300

0

Accumulated global TV coverageGlobal TV coverage by leg

volvooceanrace.com


7

(Pre-Race and Legs 1-3)


Media Reach: Television


1 Includes news, live, dedicated programmes and magazines/showsSource: IFM/SMS from October 10, 2011-February 19, 2012


NUMbER OF TV bROADCASTS bY COUNTRY1

522

401

334

278

257

246

223

104

80

55

54

53

42

11

Rest of World

Spain

USA

China

UAE

South Africa

Portugal

France

New Zealand

Italy

Brazil

UK

Ireland

Germany

Sweden

218

Country/Channel Number of News Items Broadcast

Cumulative Audience

CHINA

CCTV-5 155 392,106,187

CCTV News 18 68,023,270

CCTV News English 22 7,854,000

SPAIN

TVE1 36 80,007,400

Forta1 259 34,398,293

Telecinco 18 26,778,811

FRANCE

TF1 5 40,667,800

France 3 13 24,891,100

France 2 5 5,770,000

TOP TV NEWS bROADCASTERS bY AUDIENCE

Country Date Channel Duration Audience

China Nov 7, 2011 CCTV-1 0:00:26 13,218,000

China Feb 6, 2012 CCTV News 0:00:36 12,459,000



France Jan 15, 2012 TF1 0:01:59 8,966,100

France Nov 13, 2011 TF1 0:01:52 8,805,000

France Nov 6, 2011 TF1 0:01:59 8,694,500

China Jan15, 2012 CCTV-5 0:00:24 7,305,000

France Dec 28, 2011 TF1 0:00:20 7,274,200

France Nov 5, 2011 TF1 0:01:39 6,928,000

TOP 10 TV bROADCASTS ` Volvo Ocean Race Broadcast Room / Newsmarket ` International agencies (SNTV, AFP Video, Reuters TV, OMNISPORT, Eurovision/EBU)

` Direct to broadcasters

` 43 hours in total (IMG) ` 13 x half-hour highlight shows (Leg Starts/In-Port Race Highlights, Preview Show & Mid-Race Update)

` 10 x Live In-Port Races (90 minutes) ` 9 x Live Leg Starts (60 minutes) ` 9 x 1-hour Leg Documentary Shows ` 1 x 90-minute Official Film (late July 2012) ` 1 x History of the Volvo Ocean Race Documentary (Pre-Race)

VOLVO OCEAN RACE 2011-12 TV NEWS DISTRIbUTION

VOLVO OCEAN RACE 2011-12 TV PROGRAMMES

` There were 81 TV broadcasts in China alone during Leg 3, watched by an average of 2.5 million. The most-watched was on CCTV1 and seen by an estimated 12.5 million

` FOX Sports Network in the USA showed 241 programmes on the Race during Leg 3 across the regional channels with a total audience of nearly 3 million

1 Conglomerate of Spanish regional channels

Case Study: IWC Schaffhausen

Exquisite timing, a ‘Money Can’t buy’ experience“This uncompromising round-the-world race is one of the most de-manding team sporting events of them all and promises a competition full of drama and adventure,” is the way Georges Kern, CEO of IWC Schaffhausen, summarises the com-pany’s commitment as a partner to the Volvo Ocean Race.

The partnership between IWC Schaffhausen and Volvo Ocean Race has provided an opportunity for the Swiss watch manufacturer to demonstrate its expertise in terms of engineering, technology and quality. Both brands share the same spirit and values, while showcasing invention, technical excellence, outstanding craftsmanship and adventure. IWC Schaffhausen is involved with the Volvo Ocean Race 2011-12 as Official Timekeeper and sponsor of the prestigious 24-hour speed record competition as well as Official Sponsor of Abu Dhabi Ocean Racing.

For the overall best distance over any 24-hour period

during the race, the company decided to offer the sailors an enormous incentive with each crew member on board the winning boat set to win a Portuguese Yacht Club Chronograph Edition “Volvo Ocean Race 2011-12” – an exquisitely crafted and designed timepiece especially launched for the Race.

Being the race’s Official Timekeeper and a team sponsor has given IWC Schaffhausen a unique opportunity to grant behind-the-scenes access to key clients and lucky contestants.

They are true Money Can’t Buy Experiences and have helped establish IWC Schaffhausen as a major partner of the world’s toughest sporting event.

As Official Timekeeper, IWC Schaffhausen’s technology and timing is also displayed on the official start boat at all In-Port races and Leg Starts as well as on the TV screens and official web pages and trackers.

volvooceanrace.com 9

IWC Schaffhausen brand ambassador Zinedine Zidane in Alicante with first ever UAE Volvo Ocean Race sailor Adil Khalid

Media Reach: Radio

CHN China National Radio 143.3M

CHN CRI 105M

FR RFI 83.5M

FR RTL 72.5M

ESP RNEE 71.3M

FR France Bleu 63.8M

UAE Radio 1 & 2 48.4M

FR France Info 27.6M

ESP Cadena Ser 21.1M

NZ Newstalk ZB 20.1M


Source: USP Content and IFM/SMS

NZ Newstalk ZB 412

UAE Radio 1 & 2 300

NZ Radio Live 237

FR France Bleu 117

NZ Rhema 112

NZ Radio New Zealand 106

IRE Galway Bay 106

NZ Radio Sport 103

UAE ARN 90

NZ Easy Mix 82

` Radio stations around the world talk to the boats live from the middle of the ocean. USP produces and distributes the radio content globally

TOP 10 RADIO STATIONS: NUMbERS OF bROADCASTS

TOP 10 RADIO STATIONS: CUMULATIVE AUDIENCE

Source: USP Content and IFM/SMS September 1, 2011-March 10, 2012

Country Number of Broadcasts

Cumulative Audience

France 322 285,561,640

China 45 248,640,000

Spain 307 106,604,145

UAE 420 68,289,960

New Zealand 1,142 37,034,460

South Africa 171 20,704,337

Ireland 181 13,365,702

UK 25 12,076,458

RADIO bROADCASTS: TOP 8 COUNTRIES


Case Study: Groupama sailing team

Groupama’s rise to the global challengeGroupama has long held offshore sailing as its flagship sponsorship commitment. Since 1997, the company has been behind the Franck Cammas success story in events such as the The Jules Verne Trophy, Transat Jacques Va-bre and the Route du Rhum but the current campaign represents a shift to an event with a much more global profile.

So while Cammas is proud to be testing himself and his crew against the best sailors on the planet, for Groupa-ma, an international insurance company, the Volvo Ocean Race is a chance to extend the brand’s global profile.

Client activation and building engagement have been key to the Groupama success story in the race.

A great deal of attention has been paid to branding at the Groupama HQ in Paris, which features an interactive ex-hibition for staff and clients and twice a week acts as the staging area for audio and visual calls with media from France and across the world.

Thanks to a close working relationship between the Groupama media team, the onboard Media Crew Mem-ber Yann Riou and the Volvo Ocean Race’s media as-sets, the team have a weekly highlights package that goes out on French national television station TF1 each Sunday.

Another media partnership sees Cammas write a weekly blog on his experiences in the race for Ouest France, the country’s biggest selling newspaper, and thanks to the momentum being gathered by the team over the first half of the race the media results are reaching new heights.

With tens of thousands of fans expected for a homecom-ing at the penultimate stopover in Lorient, everything points to the team continuing to exceed expectations in their first experience of sailing’s biggest global adven-ture.

Country Source No. of articles

Readership1

Spain Marca 122 1,740,677

El País 34 1,991,000

France L´Équipe 98 1,478,000

Le Figaro 39 908,000

China Guangzhou Daily 13 3,160,000

Shanghai Evening Post 16 924,000

Italy Gazzetta dello Sport 30 3,995,000

UAE The National 209 297,000

UK The Daily Telegraph 25 1,905,000

Ireland Irish Times 46 359,000

Portugal A Bola 20 792,000

Brazil Lance 16 608,372

USA Miami Herald 17 819,000

New Zealand New Zealand Herald 37 602,000

Germany Die Welt 6 510,000

Sweden Goteborg Posten 8 552,000

TOP PRINT PUbLICATIONS bY COUNTRY

Media Reach: Print

Country No. of published articles

CumulativeReadership

Brazil 128 51,863,483

China 182 334,002,900

France 695 684,538,824

Germany 72 36,821,112

Ireland 352 62,776,743

Italy 141 237,445,296

Netherlands 67 50,852,772

New Zealand 255 40,956,146

Portugal 115 53,847,286

South Africa 37 11,176,271

Spain 1289 688,772,229

Sweden 62 17,420,598

UAE 650 179,779,986

UK 94 140,654,580

USA 48 41,998,617

Other 62 13,797,096

TOTAL 4,249 2,646,703,939

KEY PRINT HIGHLIGHTS bY COUNTRY



1 The number of people who have read or looked at an average issue of a publication



` A 45% increase in print readership compared to the last Race due to more coverage in higher profile publications

` On average, more than 30 articles per day have been published in high profile publications in the monitored markets1

1 The monitored markets are Brazil, China, France, Germany, Ireland, Italy, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, UAE, UK and USA

CUMULATIVE PRINT READERSHIP

2008-09 2011-12

1.8

bN

2.6

bN

(+4

5%

)



2,023

3,411

4,500

3,000

1,500

0

GROWTH IN PRINT ARTICLES

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

4,249Cumulative growth in print articlesPrint articles per leg and stopover

8381,388

1,224799

3,000

2,000

1,000

0Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

GROWTH IN PRINT READERSHIP (IN MILLIONS)

Cumulative growth in print readershipPrint readership per leg and stopover

510787818531

1,349

2,136

2,646

Source: Meltwater News October 10, 2011-March 18, 2012


Country Source No. of published articles

Monthly Unique Visitors

China Sina 289 40,000,000

USA Yahoo! News 65 38,218,560

USA ESPN 29 18,149,680

USA The New York Times 14 17,057,258

USA The Washington Post 20 10,979,260

UK Telegraph.co.uk 180 8,239,416

France Le Figaro 147 6,971,612

Spain El País 40 5,717,865

Spain Marca.com (Nauta 360) 147 4,941,299

France 20 Minutes 72 4,910,955

France L'Équipe 72 4,748,213

Germany Die Welt 19 3,218,420

Italy Gazzetta dello Sport 62 3,161,075

Italy La Stampa 97 2,207,036

New Zealand New Zealand Herald 161 500,624

Media Reach: Online

` On average, more than 230 online articles published daily since the start of the monitoring period on October 10, 2011

` An increase of more than 100 online articles every day compared to the last edition

ONLINE NEWS: TOP SOURCES bY VISITORS

5,750

Source: Meltwater News October 10, 2011-March 18, 2012

NUMbER OF ONLINE ARTICLES (TOP 10 COUNTRIES)

5,292

4,033

2,334

1,370

1,330

1,090

849

822

673

Spain

France

USA

Australia

Italy

UK

New Zealand

Germany

UAE

Brazil


` Total number of online articles published up to the start of Leg 5 already exceeds the total online coverage of the last Race

` Regular reports on major national and international news agencies (including Reuters, AP, AFP, EFE, ANSA, DPA) has been key to growth

NUMbER OF ONLINE SOURCES

Source: 2008-09 data - Meltwater News September 20, 2008-February 13, 2009 2011-12 data - Meltwater News from October 10, 2011-March 18, 2012

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

Leg 4& Auckland

2008-092011-12

CUMULATIVE GROWTH IN NUMbER OF ONLINE ARTICLES

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

Leg 4& Auckland

Leg 5& Itajai

Leg 6& Miami

Leg 7& Lisbon

Leg 9& Galway

Leg 8& Lorient

40,000

30,000

20,000

10,000

0

2008-092011-12

Source: Meltwater News from October 10, 2011 - March 18, 2012

GROWTH IN ONLINE ARTICLES

40,000

30,000

20,000

10,000

0

Online articles by legCumulative online articles

Pre-Race& Alicante

Leg 1 & Cape Town

Leg 2 & Abu Dhabi

Leg 3 & Sanya

Leg 4& Auckland

2008-09 2011-12

Sou

rce:

20

08

-09

dat

a - M

eltw

ater

New

s S

epte

mbe

r 20

, 2

00

8-F

ebru

ary

13, 2

00

9. 2

011

-12

dat

a -M

eltw

ater

New

s fro

m O

ctob

er 1

0, 2

011

-Mar

ch 1

8, 2

012

30,6

51

(+10

8%

)

14,8

69

35,000

30,000

25,000

20,000

15,000

10,000

0

4,7698,499

6,8285,050 5,505

15

Sou

rce:

2

00

8-0

9 d

ata

- Mel

twat

er N

ews

Sep

tem

ber 2

0, 2

00

8-J

uly

20

12 2

00

9

20

11-1

2 d

ata

-Mel

twat

er N

ews

from

Oct

ober

10

, 20

11-M

arch

18

, 20

12



` Since the Race started, the number of Facebook fans has more than doubled (+114%), with an average of 2,500 new fans every week

` Facebook fans are avid consumers of content. Videos posted on the Volvo Ocean Race Facebook page have been viewed more than 120,000 times and photos more than 330,000 times

` Twitter: Since the Race started the number of followers has more than doubled (+130%)

` More than 4 million views and 173% increase in subscribers from the Race start to March 18 on the official Volvo Ocean Race YouTube channel

Source: Simply Measured October 10, 2011-March 18, 2012

FACEbOOK: SAILING PROPERTIES

FACEbOOK CONSUMPTION

PUMA OCEAN RACING: 20,902

VOLVO OCEAN RACE GAME: 16,522

Photo viewsVideo playsLink clicksOther click

Media Reach: Social and Multimedia

Engagement equals number of page fans divided by “people talking about this” as of March 18, 2012. Size of the bubble relates to the amount of fans of each property.

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

Num

ber o

f fan

s

Engagement

120,000

100,000

80,000

60,000

40,000

20,000

0

Oct

17

Oct

24

Oct

31

Nov

7

Nov

14

Nov

21

Nov

28

Dec

5

Dec

12

Dec

19

Dec

26

Jan

2

Jna

9

Jan

16

Jan

23

Jan

30

Feb

6

Feb

13

Feb

20

Feb

27

Mar

5

Mar

12

Mar

18


THE OFFICIAL VOLVO OCEAN RACE YOUTUbE CHANNEL: DAILY VIEWS

Source: Simply Measured October 17, 2011-March 18, 2012

THE OFFICIAL VOLVO OCEAN RACE TWITTER FEED

Average daily viewsTrendline

562,174

Source: YouTube Analytics October 10, 2011-March 18, 2012

TOP COUNTRIES (NUMbER OF VIEWS)

USA

Spain

Netherlands

Germany

Sweden

Italy

UK

France

Canada

Australia

322,177

270,837

270,396

255,891

225,895

219,076

214,498

197,092

126,099

Followers added1

Followers

1 Followers added since the start of the Race

50,000

40,000

30,000

20,000

10,000

0

Ave

rage

vie

ws

Followers added1

Followers

20,000

15,000

10,000

0

9,9

27

19,1

65 20,000

16,000

12,000

8,000

4,000

0

Follo

wer

s

Oct

24

Oct

31

Nov

7

Nov

14

Nov

21

Nov

28

Dec

5

Dec

12

Dec

19

Dec

26

Jan

2

Jna

9

Jan

16

Jan

23

Jan

30

Feb

6

Feb

13

Feb

20

Feb

27

Mar

5

Mar

12

Mar

18

1,200

1,000

800

600

400

200

0

Follo

wer

s ad

ded1

` The Volvo Ocean Race website received double the daily visits compared to the last Race (159,422 vs. 70,729)

` Up to the start of Leg 5, page views were 16% higher than the total for the entire last Race


Sources:

1 & 2: 2008-09 data - Google Analytics September 20, 2008-July 12, 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012

3: 2008-09 data - Google Analytics September 20, 2008-February 13 2009. 2011-12 data - Google Analytics October 10, 2011-March 18, 2012

4: Google Analytics October 10, 2011-March 18, 2012


1. VOLVOOCEANRACE.COM - CUMULATIVE VISITS

2. VOLVOOCEANRACE.COM - CUMULATIVE PAGE VIEWS

3. VOLVOOCEANRACE.COM - AVERAGE DAILY VISITS

4. VOLVOOCEANRACE.COM - GEOGRAPHICAL DISTRIbUTION

Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 Leg 6 Leg 7 Leg 8 Leg 9 Leg 10

2008-092011-12

2008-092011-12

Alic

ante

Alic

ante

Leg

1

Cap

e To

wn

Cap

e To

wn

Leg

2

Coc

hin

Abu

Dha

bi

Leg

3

Sin

gapo

reS

anya

Leg

4

Chi

ngda

oA

uckl

and

2008-092011-12

Pre-Race Leg 1 Leg 2 Leg 3 Leg 4 Leg 5 Leg 6 Leg 7 Leg 8 Leg 9 Leg 10

` The Volvo Ocean Race website has strengthened its position as sailing’s top online property

Glo

bal r

anki

ng a

mon

g al

l web

site

sEs

timat

ed p

erce

ntag

e of

al

l glo

bal p

age

view

s

` Volvo Ocean Race Game: 128,689 players from more than 150 countries racing more than 190,000 boats


DAILY TRAFFIC RANK TREND

DAILY PAGEVIEWS (PERCENT)

volvooceanrace.comvolvooceanracegame.comamericascup.comsailing.org

Nov Dec Jan Feb Mar

volvooceanrace.comvolvooceanracegame.comamericascup.comsailing.org

140,000

120,000

100,000

80,000

60,000

40,000

20,000

Indi

vidu

al p

laye

rs

Source: United Games October 13, 2011-March 17, 2012 Pre-Race Leg 1 Leg 2 Leg 3 Leg 4

60

,65

5

100

,119

114

,97

8

123

,75

1

128

,68

9

VOLVOOCEANRACEGAME.COM - CUMULATIVE PLAYERS

Source: Alexa traffic rank an estimated percentage derived from both the website reach and the number of page views averaged over time. The rank of a site reflects both the number of users who visit that site as well as the number of pages on the site viewed by those usersPage views: The value measures the estimated percentage of global page views of a site

5,000

20,000

40,000

80,000

Nov Dec Jan Feb Mar

0,0015

0,001

0,0006

` 8.1 million visits to the Race Tracker since the Race start

` 117.7 million page views to the Race Tracker since the Race started

` Race Tracker receives more than 1 million page views per racing day

` 137,174 downloads of the official App for Android and iOS devices



RACE TRACKER: AVERAGE DAILY VISITS

RACE TRACKER: VISITS bY LEG

APP DOWNLOADS

Leg 1 Leg 2 Leg 3 Leg 4

Leg 1 Leg 2 Leg 3 Leg 4

2011-12

2008-092011-12

Last Race total

Total up to March 18

Total up to March 18

Source: Geovoile November 5, 2011-March 18, 2012

Source: Capptain / iTunes October 30, 2011-March 18 2012

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

0

120,000

90,000

60,000

30,000

0

2.2

M

1.7

M

1.4

M

2.8

M

82

,52

2

83

,29

2

49

,88

9 71,

44

2

57

,90

2

59

,55

1

60

,55

7

120

,59

4

120,000

90,000

60,000

30,000

0

16,0

00 11

6,36

3

20

,811

Alicante In-Port Race

Leg 1 Start

Abu DhabiIn-Port Race

Leg 3 Start

Leg 3 Start Stage 2

Sanya Pro-Am

Sanya In-Port Race

Leg 4Start

Auckland In-Port Race

Auckland Pro-Am

120,000

100,000

80,000

60,000

40,000

20,000

0Leg 5 Start

Cape TownIn-Port Race

Leg 2Start

LIVESTREAM: UNIqUE VIEWERS bY LIVE EVENT

Source: Livestream October 29, 2011-March 18,2012

Num

ber o

f uni

que

view

ers


MCM project brings Race to lifeYou won’t find a member of Sebastian Vettel’s Formula 1 set-up riding shotgun while shooting video during the race, or Lionel Messi’s Barcelona team mates grabbing interviews while he scores at the Nou Camp, yet the Volvo Ocean Race’s groundbreaking Media Crew Mem-ber (MCM) programme puts multimedia storytellers at the heart of the action in just such a way.

The Volvo Ocean Race is unique in major sporting events, with MCMs switching between cameras during live TV production and preparing multimedia reports as the eyes and ears for the outside world during the ocean legs.

These embedded reporters on board the Volvo Open 70s are not allowed to help sail but they are part of the teams that employ them in every other way.

Holding a camera steady while hurtling in excess of 70kmh over heaving waves while water smashes over the deck like a proverbial fire hydrant, all the while hang-ing on for dear life, is just one of the duties of an MCM.

The six MCMs have used the comprehensive training they received at Race HQ in Alicante and the Inmarsat FleetBroadband service to produce and distribute com-pelling content throughout the Race to date, with TV broadcasters and major media organisations relying on their work to tell the story.

They also facilitate live audio and video calls, write per-sonal blogs on their experiences out at sea and are a valuable resource for sponsors and partners.

“The MCMs just get better and better,” said Chris McLaughlin, Inmarsat’s Vice-President External Affairs.

“On a recent offshore leg one of the MCMs conducted a live interview with a UK Cabinet Minister and the EU’s Commissioner for Enterprise and Industry, demonstrat-ing the media desk and answering their many unscripted questions at night in 30 knots of wind, off the coast of Vietnam.

“It brought the race alive.”

Raw-inspiring The entire range of multimedia content produced by the dedicated Media Crew Members on each of the boats is made available in raw format via our platform on new Livestream.

The embedded reporters document the Race through video, photos, audio and text and the feeds they send are available, unedited, at new.livestream.com/volvoocean-race.

Each team has its own dedicated channel with thou-sands of fans now able to follow how the sailors are get-ting on in High Definition and in close to real time. This unprecedented level of coverage is transmitted straight to browsers thanks to communications technology and services provided by Inmarsat and Thrane & Thrane.

The Livestream platform also hosts live streaming of Leg Starts and In-Port races in stunning HD, with a forum for fans to comment.


Economic Impact

23 Days + Pre-Race Period Comunidad Valenciana

Rest of Spain

Total Spain

Direct Impact1 46.96M 10.49M 57.45M

Indirect Impact2 25.04M 8.02M 33.06M

Induced Impact3 17.28M 2.84M 20.12M

Total Impact on Production4 89.28M 21.35M 110.63M

Source: PwC/Gfk survey

ECONOMIC IMPACT – ALICANTE (IN EUROS) ` 82.7% of the foreign Race

Village visitors in Alicante would like to visit the region again

` 711 media representatives from 44 countries were accredited for the Alicante Stopover

1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry)3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly4 The sum of the three impacts above

0.8% 1.5%

15%

82.7%

Don’t know/don’t answerNoNo, I think I will visit again but not because of this visitYes

Foreign Race Village visitors answering the question: Do you think that you will visit the Comunidad Valenciana/Spain again as a consequence of the current visit?


RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE


DisagreeNeither agree nor disagreeAgree

Race Village visitors answering the question: Do you agree with the following statement “I would recommend the Comunidad Valenciana as a tourism destination”?

96.1%

3.9%

Rest of Comunidad Valenciana 14%

USA/Canada 2%

Latin America 1.6%

Oceana/Africa/Asia 1.4%

Other European Countries 24.1%

14 Days Stopover Abu Dhabi Rest of UAE

Total UAE

Direct Impact1 20.12M 0.10M 20.22M

Indirect Impact2 9.97M 0.21M 10.18M

Induced Impact3 5.12M 0.04M 5.16M

Total Impact on Production4 35.21M 0.35M 35.56M

ECONOMIC IMPACT – AbU DHAbI (IN EUROS) ` 89% of the foreign visitors to the Race Village in Abu Dhabi would recommend the city as a tourist destination

` 360 media representatives from 33 countries were accredited for the Abu Dhabi Stopover

RACE VILLAGE VISITORS DEMOGRAPHIC PROFILE

1 Impact in terms of production and employment generated in the industries that have benefited directly from investments made as a result of the Volvo Ocean Race2 Impact caused by the knock-on effect that the increase of activity in the industries that have benefited directly has on the rest of the supply chain (e.g. on the food and beverage providers of the hospitality industry)3 Impact caused by the increase in income and, consequently, in the expenditure made by the employees working in the industries that have benefited directly and indirectly4 The sum of the three impacts above


Race Village visitors’ answers to the following question: Do you agree with the following statement “I would recommend Abu Dhabi as a tourism destination”?

DisagreeNeither agree nor disagreeAgree




All visitors Residents in UAE

89%

10.3%

96.2%

0.7% 0.5%3.3%

Residents abroad

80.1%

19.2%

0.7%

Azzam factor drives Abu DhabiIn Abu Dhabi, they call it the ‘Azzam’ factor.

Azzam, meaning determination, is the yacht name chosen for Abu Dhabi Ocean Racing’s debut campaign and it’s a quality that underscores the entire association with the Volvo Ocean Race 2011-12.

Host port, team sponsor and Race Partner – Abu Dhabi’s first involvement with the Race is a three-faceted strategy with several key objectives.

Showcasing Abu Dhabi as a major tourist and winter watersports destination is one of those goals but the campaign is about far more than just bringing in visitors.

Abu Dhabi has also been eager to create role models in the United Arab Emirates, to highlight what can be achieved through determination – that word again – and sheer hard work.

And like any truly great sporting event, the key to the Abu Dhabi stopover was to leave a lasting legacy via the development of the sweeping Corniche Waterfront that hosted the Race.

His Highness Sheikh Sultan Bin Tahnoon Al Nahyan, Chairman, Abu Dhabi Tourism & Culture Authority, which was behind the stopover, said: “The event has taken Abu Dhabi’s marine leisure proposition to the world and enabled us to demonstrate, first hand, our powerful credentials to a highly influential professional yachting audience.”

Abu Dhabi has made history in the Volvo Ocean Race as the first Arabian team and the first Arabian stopover and by providing the first Arabian sailor in Adil Khalid, as well as his fellow countryman Butti Al Muhairi on the shore crew. The determination shown by both Adil and Butti has marked them out as outstanding role models for young Emiratis.

The focus of the Abu Dhabi stopover, which began with a concert from multiple Grammy Award winners Coldplay on New Year’s Eve, was the purpose-built Destination Village on the Corniche.

It was a spectacular backdrop for national and international visitors and media as Abu Dhabi delivered a stopover featuring everything from breathtaking traditional dhow racing and heritage displays to sailing academies, aerobatic shows, international music and DJ acts and free, all day fun and entertainment.

Thanks to that successful stopover, the achievements of Adil and Butti, and the exploits of a team that won the first In-Port race in Alicante and then scored a dream second victory in home waters, more and more people will be inspired to take to the waters and deliver a meaningful legacy for Abu Dhabi.

Volvo Ocean Race 2011-12 Mid Race Report24 Volvo Ocean Race 2011-12 Mid Race Report

Le Monde, FranceLance, Brazil

Case Study: Abu Dhabi

Case Study: VolvoBuilding the brand - building relationshipsThe Volvo Ocean Race offers sponsors and partners a plat-form to meet their guests in a unique environment and ex-perience racing one of the state-of-the-art Volvo Open 70 yachts for themselves.

Over 600 corporate guests have had a taste of the action on the water through the popular Pro-Am Racing pro-gramme at the first five host ports, with each sponsor and partner getting a certain number of spots for their guests to race with the skippers and sailors as part of the team.

For a lucky few VVIPS, the experience even includes being on board during the points-scoring In-Port Races them-selves, a unique opportunity in top level international sport.

Relationship building is as important as brand building for Volvo Car Corporation and Volvo Group, who have already pledged their continued support for the next race in 2014-15.

For Volvo Cars, the race as a whole offers a unique platform to develop brand attraction and consideration to buy. And given that the company is owned by China’s Zhejiang Gee-ly Holding Group, the stopover in Sanya was a focal point.

“There’s unbelievable value to us being in the Race and we see that value really clearly here in China,” said Karin Bäck-lund, the company’s Director of Global Sponsorship.

“This event gives us a chance to show customers and cli-ents an experience no one else can, while the number of fans who come through the Race Village and get close to Volvo cars, many of them for the first time, is very signifi-cant.”

The sheer scale of the Sanya stopover was immense, with 121,725 people visiting the Race Village over the final three days alone featuring the Pro-Am racing on Friday, the In-Port Race on Saturday and the Leg Start the following day.

That number included over 4,000 corporate guests invited by Sweden-based Volvo Group, for whom China is becom-ing an ever more important market.

“It’s very important to meet customers in this brilliant, vi-brant environment over three days with a mix of business, leisure and the very special Volvo Ocean Race sailing expe-rience,” said Sven Österberg, General Manager of Event Management at Volvo Group.

“Building the brand is important but for us it’s really about building relationships.”


A performance boosting partnershipDHL’s role as Official Race Logistics Partner gives them a platform to showcase the company’s expertise on a scale like no other.

DHL, the global market leader in the logistics industry, is far more than just a Race Partner – they are integral to the running of the event and have had staff embed-ded with organisers long before the start in Alicante in October 2011.

The Race simply could not exist without a top tier logistics partner and the global reach of the Volvo Ocean Race fits the global customer base and profile of DHL.

The Volvo Ocean Race has been described as the Ever-est of Logistics, with the current edition requiring a ‘leap-frog’ strategy that sees two identical sets of sea freight shipped around the world on different routes to ensure the 10 host ports are ready in time and competing teams and organisers have everything they need to run the event.

The unpredictable nature of the event has thrown new challenges regularly, with DHL called on to deliver masts

and other replacement parts, to charter ships and run on-the-ground logistics operations in remote locations at in-credibly short notice.

“The race is a perfect fit for us,” said Andreas Boedeker, DHL’s Executive Vice President, Global Head of Ocean Freight. “Ocean racing requires core characteristics such as teamwork, passion, speed, technology and a can-do-spirit. These values also boost our performance at DHL.”

So DHL’s involvement in the Race is about more than just safe delivery.

DHL has activated at every stopover with local staff and customers, while even using the Volvo Ocean Race to host conferences. The company also devised and runs the DHL Shorecrew Award, which is given after each Leg to the unsung heroes whose work ensures that the teams can give their best out on the racetrack.

DHL’s global Partner Programme also includes Formula 1™, IMG Fashion, Manchester United and the Leipzig Ge-wandhaus Orchestra.

Case Study: DHL


Perfo

rming

at th

e lim

it

Around

the w

orld

A

round

the c

lock

Mid Race Report Volvo Ocean Race 2011-12

Head office:

Volvo Ocean Race S.L.U.Muelle no 10 de AlicantePuerto de Alicante03001 Alicante Spain

For further information please contact:

The Commercial Team at Volvo Ocean Race

Email. [email protected] Tel. +34 966 011 100

volvooceanrace.com

Race Partners

Race Sponsors

Race Suppliers

Supported Organisations

Date post:	28-Mar-2016
Category:	Documents
Upload:	mary-gleeson
View:	216 times
Download:	1 times

Mid Race Report

Documents